Gaana Jayagopalan, "Viral Vernaculars: Mediating Contagion, Care, and Communication in the Global South."
Contagion does not travel through bodies alone. In the Global South, disease moves through algorithms, comment sections, and reaction videos in interesting ways, replicating and mutating peer-to-peer in ways that mirror, and often precede, its biological spread. In this working paper, I shall argue that the communicative logic of virality and the epidemiological logic of contagion are not merely analogous but structurally homologous, and that a digitally- connected public has learned (with remarkable ingenuity) to exploit that homology.
Drawing on cases from South Asia's digital health public sphere, this inaugural lecture proposes a new analytical category—the Viral Vernacular—and with it, a methodological provocation for Health Humanities. It asks what happens when we treat the algorithmic architectures of YouTube and other social media not as noise at the margins of medical knowledge, but as its primary infrastructure for millions? Who are the new epistemic gatekeepers this infrastructure produces? What forms of care do they enact, and at what cost? And when platforms erase the spaces where people made life-or-death health decisions, what does the field owe those invisible archives?
The lecture turns to a signal case of viral confrontations between institutional scientists and practitioners of traditional and modern medicine on YouTube, to argue that these are not merely online disputes, but digital ruptures: moments in which the contest for medical authority becomes publicly legible in ways the clinic never permitted. What emerges from that rupture is something the History of Medicine has not perhaps theorised.